Here is my work that came out of my time in ICAD Upstarts 2025. I'm proud of the all of the work I got done in that period, especially considering the time restrictions we had to make this in.

Feel free to check out any of the projects below for more details.

All of this is speculative work, and is not represenative of any company's opinions or beliefs.
All rights belong to their respective owners.

Lidl is a brand in a great position, with their cheeky position, so when the question of "How do you make Dunnes shoppers see Lidl as equal to Dunnes?" was one that seemed like it was staring me in the face.

In fact, it was. It was under the desk I made this slide deck on. Sometimes the ideas are close to home. I really liked making this one.

Young people have their own lives. They're busy as is, and with their free time, making time to do something like giving blood is hard. We know they would like to give blood, but anxieties with the process, and uncertainties with eligibility always remain.

So, rather than making something totaaly new to attract our audience to give blood, inserting IBTS into their social callendar over friends, why not make giving blood something that friend groups will want to do?

The Bloodies app is my attempt to try make smething that outlasts the timeframe of most other activations.

As someone who commuted to and from college almost exclusively on the train, being asked to make Expressway buses something that would attract students from trains to their buses was kind of hard.

I considered usual angles for this type of modern public transport, which always makes hay out of the fact that being on the bus or train can be an opportunity to work, and thought about how much I don't do that.

Credit where it's due, along with the rest of the upstarts briefs here, I owe a lot of the development to this idea to my mentor for this period, Leona Smyth. This idea really benefitted from her help the most, so it felt best to mention it here.

After the pandemic lockdowns started easing, we lost a lot of our new norms, it was only natural. However, some of the more frustrating norms shed from this period were ones where we felt like we're losing something in turn. This is one of them, for me.

Borrowbox is the additive digital service run alongside brick and mortar libraries by Dublin City Libraries, adding e-books and audiobooks to your phone. After COVID, it's numbers started decliniing, despite no change in service quality, what can we do to rebuild interest?

What about a nudge? Your own, pocket sized book organisier, giving you that little push to read more often, and build up good habits.

Approach 2

Send me a message! I'm looking for work, and open to chat! :)

My email is:

I'm willing to accept the spam, if it avoids inflicting another email forms service on both you and me 🥲